SINGAPORE - They are being offered discounts on facials, manicures and pedicures, women's shoes and costume jewellery to thank them for their services to the nation.
No, they are not the holders of some women-only, "The Men Don't Get It" credit card but Singapore's soldiers, sailors and airmen and the deals are being rolled out on Singapore Armed Forces (SAF) Day next month.
And when they set out to enjoy these promotions from more than 100 companies on July 1, there's a good chance that the women in their lives will be smiling the most.
All that the servicemen - and women - have to do is to wear their uniforms or, in some cases, to flash their military identity cards (SAF 11B) to snap up these deals.
The campaign to thank all military personnel, active and former, which started last year, has seen a five-fold increase in the number of participating outlets.
Some new names to join the list include Dreams Collage, a costume jewellery shop; Shine Studio, which specialises in manicures and pedicures; and popular women's fashion brand Charles and Keith; and beauty experts Mary Chia.
Jason Lim, 42, the owner of Dream Collage, said: "For servicemen, defending the country is quite demanding, spending long periods away from home. Here is a chance for them to pamper their spouses and girlfriends."
For some participating outlets, the discounts and freebies will be extended beyond July 1, to a few weeks, a month, and even a year.
Citispa, for example, will offer its promotion - for facials and slimming sessions - throughout the entire year following SAF Day.
Derek Tan, 43, who was one of the NSmen involved in kick-starting the campaign last year, cheered the fact that servicemen will be able to benefit from these discounts and freebies beyond July 1.
"While some unit commanders may allow their servicemen time off to enjoy these benefits, not everyone is able to do so," Mr Tan said.
My Paper understands that, this year, many participating outlets had actually written in asking to be a part of the campaign.
Chua Boon Keat, the head of the National Service Affairs Department, said: "We are happy to note that the SAF Day initiative by retailers last year has gathered momentum this year, with more retailers expressing their support...through the offering of promotions to our servicemen."
Sharon Tan, group senior marketing and business manager at Mary Chia, said besides visiting the men-only Urban Homme spa, servicemen can also take their wives and girlfriends to the unisex Masego Safari Spa.
"The promotions are a good reason (for them) to spend quality time with their loved ones," said Ms Tan.
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